Copyright 2003 www.sullivision.com
How to Be Brilliant at the Basics
A Seminar by Jim Sullivan, CEO, Sullivision Inc.
920-830-3915 jim@sullivision.com
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Sullivision Inc. provides blue-chip consulting , training, live seminars , videos , books and audio CDs and services for restaurant operators and foodservice manufacturers , distributors and vendors in the following areas:
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Sales Building/ Employee Recruiting and Retention/ Service Energizing
Neighborhood Marketing/ Employee Recognition and Rewards
To order our products be sure to visit our website at: www.sullivision.com
where you can find tons of free downloads and register for the industry’s most popular FREE monthly E-Newsletter (over 7,000 subscribers).
Also, be sure to get Jim’s best-selling book: Mind Your Own Business :
People, Performance and Profits (only $21 each BUT see special offer below!)
Also check out our Brand New MYOB LIVE DVD! an 86 minute digital video version of the seminar you recently attended. It’s only $99 and can be ordered exclusively at www.sullivision.com.
Thanks for requesting the detailed notes from my recent presentation!
These enotes are chockablock full of creative ideas to improve service, increase sales and build more loyal customers. So as you read these notes, remember that most assuredly what isn’t tried, won’t work. Think of specific ways you’ll use and apply these ideas. A good way to start is by being a Blowtorch not the candle
. Bring energy to every shift. Teach everyone on your team something new everyday. Cuz well done is better than well said and if you’re not in love with this business how can your employees be?
Be proud of who you are and what you do. What you achieve on a daily basis is both heroic in nature and impossible to describe to a non-hospitality employee!
If you’re interested in bringing this message in-house to your team as a seminar, check out our website for seminar rates, references, ideas and then give us a call at 1-920-830-3915.
Thanks for your interest and support!
Sincerely, Jim Sullivan
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Copyright 2003 www.sullivision.com
Meeting Goals: Discover Creative Ways that We Can:
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Acquire/Maintain More Customers
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Measurably Improve Customer Service
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Recruit, Hire and Retain the Best Performers
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Review and Use the Industry’s Best Practices
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Better Train, Recognize and Reward Our People
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Put MCIYP (more cash in your pockets)
Fundamental # 1: WHAT COUNTS IS WHAT STAYS.
Shift the Focus of Profitability
Goal 1: Build Customer Loyalty
Goal 2: Build Employee Loyalty
Goal 3: Increase Sales
Customer “satisfaction” is worthless. Customer LOYALTY is priceless.
Fundamental # 2:
OUR EMPLOYEES ARE OUR FIRST MARKET.
Q: Who Owns Your Operation ?
A: The Guest Does.
FUNDAMENTAL # 3
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Keys to Employee Retention and Growth
People first, employees second
Manage with an Attitude of Gratitude
Put your aces in their places
Never treat a customer better than you do an employee
Manage as if everyone who works for you is a volunteer
Respect, Recognition, Rewards
Teach everyone something new each shift
Hire people bigger than you
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Copyright 2003 www.sullivision.com
The way you treat your team members determines how they’ll treat each other…and the guest. The server, driver, host/bus, bookeeper, are our first customers.
A LEADER’S LASTING VALUE IS MEASURED BY SUCCESSION.
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People first, employees second.
Never treat a customer better than you do an employee
 Who you are is who you attract.
 Hire people bigger than you.
FUNDAMENTAL # 4:
Bad service happens all by itself, good service has to be managed
5 Facts About Service
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Most customer service complaints are linked to disrespect or perceived disrespect
Most customer service issues are the result of systems challenges not people challenges.
You cannot deliver better service than you’ve personally experienced
First impressions are lasting (the RED Zone)
 Service differs from Hospitality
Fundamental # 5
: Know the difference between “Service” and
“Hospitality”.
Service fulfills a need Hospitality fulfills people.
SERVICE (Mechanics)
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Hot Food Hot, Cold Food Cold
Full Hands In, Full Hands Out
Pleasant, Timely Greeting
Pre-Bus: Clean as you go is the sign of a pro
Don’t Point/ Hold Doors Open
Dirty Doors/Wobbly Tables/Broken Lights
SWEAT the “small stuff”
Bathrooms “Disney-clean”
HOSPITALITY (Emotional Connection)
1. Notice Eye Color
2. The 5-foot Rule & The Grandma Rule
3. Serve the Team 1st: How Your People Feel Ends Up on the Pizza
4. Smile “Out Loud”
5. Touch EVERY Table/ Seek Out a Stranger Every Shift
6. Use the “3 C’s” (Compliments/Clothes/Children)
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Copyright 2003 www.sullivision.com
7. Celebrate Occasions (Add Flair)
8. Look at Me/Smile at Me/Talk to Me/Thank Me
9. Do an “LSE” for every guest
10 . Unleash “Discretionary Effort”
11. Make the first 10 minutes count
12. Thank each guest and welcome them back
A Definition: “Good Service means never having to ask for anything.”
SERVICE IS FREE. Pile it on.
Fundamental # 6: Be a BLOWTORCH, not a “Candle”
Manage ENERGY…not just “Margins”.
The best Managers are energy managers
FUNDAMENTAL # 7: PASSION PERSUADES
If you’re not in love with this business, why should your employees be?
FUNDAMENTAL # 8: Your success is not measured by the weekly
P&L…you win or lose by the SHIFT
The Elements of a Perfect Shift
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Supplies and stations stocked, locked and loaded
All equipment works
Energy is flowing (Be a Blowtorch)
Full staff / Full house / No quitters
No one’s in The Weeds
Everybody knows where the manager is.
Pre-Shift Meeting is effective
 Everyone learns something new
“What you talk about and how you say it, is what the shift will be.”
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Doug Branigan, Morton’s VP of Operations, West Coast
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Copyright 2003 www.sullivision.com
THE AVERAGE PROFIT ON THE DOLLAR IS ONLY 3.8 CENTS!!!
How to Reduce Costs
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Post your Utility Bills and F&B invoices
Teach Your Team “Gross vs. Net 101”
Offer Commissions for Good Savings Ideas
Share Your Labor/Controllables Goals
Best Dock Practices (ie Smash Your Trash)
Proper Portioning /Follow Your Recipes
Make a Poster of the costs of the most frequently abused/tossed items
Energy Management Basics
Issue personal drinking cups
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Employee meals
SELL MORE!
Fundamental # 10: To Sell is to Serve
12 ways to Sell More in the Dining Room/On the Phone
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Teach them how little you make before you teach them how to sell more
Smaller sections/Efficient kitchen/ Equipment that works
Suggest Apps before beverages, dessert before coffee
Practice Product knowledge
Offer customers a choice not a “chance” to say no.
Suggest favorites
Use your props (menus, buttons, table tents)
Shift Sales Contests (Floating 5, Bingo)
Identify the Alpha Diner
Endorse the choice
Pre-shift training
Use the SULLIVAN NOD 
Fundamental # 11: You Play the Way You Practice
NEVER practice on the Guest.
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Copyright 2003 www.sullivision.com
Fundamental # 12: Pre-Shifts Huddles are Mandatory
Objectives for Pre-Shift Meetings
1. 20/80 Rule (Dialogues not Monologues)
2. K.I.S.S.
3. Focus on ONE area per shift
4. Keep it interactive (Play “I Say...You Say”)
5. De-Brief after the Shift
6. Plan the pre-shift topics at your weekly manager meetings
Information is “Giving Out”; Communication is Getting Through
Training is a Process, not an “Event”
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Train Daily to change behavior
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Change behavior to change habits
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Change habits to maximize profitability and service
Fundamental # 13: All Behavior is the Result of
Consequences (You Get What You Reward)
RECOGNITION & REWARDS
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Ten Pennies
Thank Each Employee Each Shift
$2 bills/Car Wash/Gas GCs/Int’l Calling Cards
Win Your PPA
Pins/Meals/Lotto Tickets
Surprise Food Treats
Candy bars
Do sidework/let off early
Pass Around Trophies
Movie Tix/ Video Rental GCs
Be Tough on Standards, Easy on People
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Be Self-Competitive
Don’t confuse being disciplined with being a jerk.
Praise publicly (if you see it, say it)
Criticize behavior quietly (make it private and positive)
Fundamental # 15: When Planning Significant Changes Always
Run the Ideas Past Some Key Employees First for Feedback
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Copyright 2003 www.sullivision.com
Fundamental # 16: EMBRACE CHANGE…
Fundamental # 17: Play to WIN, instead of playing “not to lose”.
Fundamental # 18: Winners make things happen, losers let things happen.
Fundamental # 19: Actions Speak Louder Than Rules
Fundamental # 20: SCHOOL IS NEVER OUT FOR PRO
To keep leading, keep learning.
Don’t expect someone else to get it done.
Ideas are easy, execution is hard.
Summary
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If things go wrong don’t go with them. Be a thermostat, not a thermometer.
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Service fulfills a need. Hospitality fulfills people .
Be a BLOWTORCH, not a “candle”
Pre-shift meetings are required, not optional.
 To keep leading, keep learning. School is never out for the pro.
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“You cannot live a perfect day without doing something for someone who will never be able to repay you.
” –Coach John Wooden
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Copyright 2003 www.sullivision.com
MYOB Live! DVD
Only $99 plus s/h. Digitally shot and mastered in
2003. This 87 minute video features six sections on service, selling, marketing, training, recruiting, retention and leadership. The first time ever that the legendary Jim Sullivan MYOB seminar has been captured on tape. All digital, awesome sound, studio and live segment mix.
MYOB Live! Audio CD
. Only $25 plus s/h. 2 CD Set. The digital audio CD version of the MYOB Live DVD. Turn your drive time into a
“mobile university”!
Quote-Zilla Video
Meeting Energizer. Just $45 plus s/h. This awesome 3 minute video has the best quotes about service, selling and teamwork set to the most awesome and energetic soundtrack.
Perfect for any employee meeting or use as an icebreaker.
MYOB Book .
Over 80,000 sold in 12 months. Over 200 pages chockablock full of more than 250 ways to improve service, increase sales, lower costs, build customer traffic, and build a winning team.
The international best-seller! Get copies for all your managers and servers. GREAT prices on bulk purchases.
LIVE Seminars
. The most popular in the business. Clients include
Walt Disney, Burger King, Cheesecake Factory, Pizza Hut,
Applebees, TGI Fridays, Coca-Cola and thousands of others. See www.sullivision.com
for more details, testimonials and how we can customize your next meeting!
Order any product safely and securely online at our website www.sullivision.com
. Or call 1-920-830-3915 anytime.
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